AMUL-The Taste Of India

INDIA’S AMUL: KEEPING UP WITH THE TIMES CASE STUDY

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Aditya Chaman 17PGP009 Arnab Ghosh 17PGP243
Akshay Kale 17PGP062 Kunal Rawat 17PGP071
Rishabh Sharma 17PGP249

Indian Institute Of Management, Raipur

2 Introduction/History

 “AMUL”, an Indian dairy cooperative, based at Anand in the state of Gujarat, was formed in 1946

 Managed by Gujrat Cooperative Milk Marketing Federation(GCMMF)

 Spurred by White Revolution Of India, which made India the largest producer of milk and milk
products.

 Diversified itself with many almost 46 type of dairy based products like Bread Spreads, Milk Drinks,
ice cream, powder milk, cheese, chocolates., etc. along side milk

 Dr. Kurien Verghese, former founder-chairman of GCMMF, also known as the Father of the White
Revolution in India, is credited with the success of Amul

Indian Institute Of Management, Raipur

Factors Responsible For Success of AMUL
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Product
Diversification

Quality and
Pricing
Trust
Strategy

Promotion Strong
/ Marketing Supply
Strategy Chain

Indian Institute Of Management, Raipur

 SWOT ANALYSIS
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Strengths: Weakness:
High Quality & Low Price Short Self Life

Diversity Dependent on Village and farmers for

raw materials
Strong Distribution Network

Opportunities:
Target International Market
Increase market share in Chocolates.
Threats:
Rural Youth moving away from dairy
farming
Competitors: HUL, Britannia, Nestle

Indian Institute Of Management, Raipur

5 BRAND PERSONALITY DIMENSIONS FOR AMUL
 A brand is a person’s gut feeling about a product, service or organization.

Sincerity Sophistication

4 Brand
Personality
Dimensions

Excitement Competence

 Brand Personality of Amul conceived from its mascot, moppet girl.

 Feminine – Appealing to the Indian housewives, who used to buy their milk products like butter from
local milk vendors pre-Amul era.

 Tasty – The girl seems to portray Amul butter as an utterly delicious product.

Indian Institute Of Management, Raipur

6 BRAND PERSONALITY DIMENSIONS FOR AMUL
 Simple look – The young Indian girl dressed in a polka dotted frock with blue hair and a
half pony tied up, conveys that the product is economical and is intended to not to hurt the
pockets of common man.

 Evolving with time – Amul is more than 5 decades old brand but its mascot (young girl)
signifies that brand has continued to be young by adopting new processes and technologies.

 Promotes cheerful, zealous and festive mood.

Indian Institute Of Management, Raipur

7 Buying Decision Process
Problem Need for a tasty food product that can be added as a supplement to
Recognition chapattis and bread.

Information The consumer researches product which would satisfy the recognized need.
Search He gets the answer butter.

Evaluation of The consumer evaluates the searched alternatives i.e. butter of different
Alternatives companies

Purchase The consumer decides to buy the Amul butter for its quality, taste and
Decision cheaper price

Postpurchase Customer is satisfied with the product which results in positive feedback and
Behavior brand loyalty

Indian Institute Of Management, Raipur

 Marketing Stimuli
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STIMULI

Marketing Stimuli Other Stimuli

Product Economic

Price Political

Promotion Social

Place Technological

Indian Institute Of Management, Raipur

 Selective Attention with respect to Amul
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 Selective attention is the process of focusing on a particular object in the
environment for a certain period of time
 Amul employed an innovative marketing strategy called “umbrella brand”
showcasing its entire product range.
 Amul used their hoardings in limited but very popular spots like the
Chowpatty traffic signal where the advertisements would be noticed.
 Amul associated it’s advertisements with the current events which created
a greater impact.
 Amul mascot, the moppet girl, drew the attention of the Indian mass,
especially children and women.

Indian Institute Of Management, Raipur

 Selective Distortion with respect to Amul
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 Selective Distortion is the tendency to interpret
information in ways which reinforce existing
attitudes or beliefs.
 Amul had several ad campaigns like “har ghar
Amul ghar”, “pehla pyaar Amul pyar”, “har
bachpana Amul bachpana” which reinforced the brand image of Amul.
 Children and housewives relate to Amul mascot, the Amul girl.
 Amul had ad campaigns for all important events which further reinforced
their beliefs.

Indian Institute Of Management, Raipur

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Indian Institute Of Management, Raipur